Optify Best Practices - Lead Generation Campaigns
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In this presentation: - Optify’s framework for lead generation campaigns - Available lead generation channels - Planning and setting up lead generation campaigns - Executing lead generation campaigns - Measure and report on campaigns
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Optify Best Practices - Lead Generation Campaigns
- 1. Op#fy Best Prac#ces LEAD GENERATION CAMPAIGNS
- 2. Agenda • Op#fy’s framework for lead genera#on campaigns • Available lead genera#on channels • Planning and seJng up lead genera#on campaigns • Execu#ng lead genera#on campaigns • Measure and report on campaigns • Q&A Page 2 Confiden#al
- 3. The B2B Marke#ng Loop Define the buyer profile Measure, report, refine and start Set goals and over establish baseline Deliver on-‐target Plan and set up leads to sales campaigns Execute campaigns Page 3 Confiden#al
- 4. Define your target buyer Loca#on Industry Your On-‐Target Profile Title Company size Page 4 Confiden#al
- 5. Where is your target audience? • Search terms • Online publica#ons • Social media networks, groups, pages • Online events • Offline events – tradeshows, networking events • In your database Page 5 Confiden#al
- 6. Do you already have on-‐target leads? Page 6 Confiden#al
- 7. The B2B Marke#ng Loop Define the buyer profile Measure, report, refine and start Set goals and over establish baseline Deliver on-‐target Plan and set up leads to sales campaigns Execute campaigns Page 7 Confiden#al
- 8. Set goals and establish baseline: Understand the business mechanics Page 8 Confiden#al
- 9. Start with the bodom line • What is the average sales price (ASP)? • What are the business (revenue) goals? • How many deals are required to achieve the business goals? • How long is the sales cycle? • How many sales reps? Deals -‐ $ Page 9 Confiden#al
- 10. Make your way back • What is the win rate? • What cons#tutes as an Opportunity? • Who creates opportuni#es? • Do opportuni#es have mul#ple stages? What are they? • What is the average opportunity age? Opportuni#es Deals -‐ $ Page 10 Confiden#al
- 11. To get to your goals • What is the conversion rate between leads to opportuni#es? • Who’s processing the leads? Who “owns” leads? • What happens with new leads? • What happens to new leads that don’t convert? • How fast leads are processed? Leads Opportuni#es Deals -‐ $ Page 11 Confiden#al
- 12. And understand your KPI’s • What’s the visitor-‐lead conversion rate? • Do all leads Visitors come from visitors? • Where do most visitors Leads come from? Opportuni#es Deals -‐ $ Page 12 Confiden#al
- 13. Establish baseline and validate goals BASELINE GOALS & KPI’S 30K/month Visitors 35K/month 5% conversion 1,500/month Leads 2,000/month 10% conversion 150/month Opportuni#es 225/month 20% win rate 30 deals -‐ $30K Deals -‐ $ $45K/month Page 13 Confiden#al
- 14. ROI Calculator hdp://www.op#fy.net/forms/inbound-‐marke#ng-‐roi-‐calculator Page 14 Confiden#al
- 15. The B2B Marke#ng Loop Define the buyer profile Measure, report, refine and start Set goals and over establish baseline Deliver on-‐target Plan and set up leads to sales campaigns Execute campaigns Page 15 Confiden#al
- 16. Plan and setup campaigns • Find your on-‐target leads • Design the offers • Set up campaigns Page 16 Confiden#al
- 17. Where is your target audience? • Search terms • Online publica#ons • Social media networks, groups, pages • Online events • Offline events – tradeshows, networking events • In your database Page 17 Confiden#al
- 18. The Offer: The Essen#al Guide for B2B Lead Genera#on Campaigns Page 18 Confiden#al
- 19. Landing Page: pages.op#fy.net/the-‐essen#al-‐guide-‐for-‐b2b-‐lead-‐genera#on-‐campaigns Page 19 Confiden#al
- 20. The “Flow” § The Essen#al Guide for B2B Lead Genera#on Guide Offer § An email checklist (one-‐pager) § URL: Landing pages hdp://pages.op#fy.net/the-‐essen#al-‐guide-‐for-‐b2b-‐lead-‐genera#on-‐campaigns Thank you page § hdp://www.op#fy.net/thanks-‐for-‐reques#ng-‐our-‐white-‐paper Thank you email § Send mass email to all leads with addi#onal content Campaign § Campaign Name: Lead-‐Gen-‐Campaign-‐Guide Details § Campaign ID in SFDC: 70180000000Qtma Tagging § Via Op#fy Form fields § No form Page 20 Confiden#al
- 21. Demand Genera#on -‐ Where Do Leads Come From? Traffic Inbound Outbound Search Engines PPC Social Media Display Press coverage Paid directories Men#ons, links, referrals Retarge#ng Viral content Social Ads Directories Email Core Website Blog Purchased Leads Offline Leads Landing Pages Purchased lists Events 3rd Party Lead Vendors Referrals Content Syndica#on Webinars Website Leads Affiliates CRM Page 21 Confiden#al
- 22. Promo#on checklist for new offers In-‐House Promo?on Op?ons Include in Included in Notes In-‐House Promo?on Op?ons Campaign? Campaign Email to house list l(ist (blast or segmented) Email to house blast or segmented) ✓ Uri Home page promo Home page promo ✓ Jen Site-‐wide banner, thank Other website page promos Other website page promos Uri ✓ you pages banner Sales team promo#ons Sales team promo#ons Woody ✓ Social mmedia promo#ons Social edia promo#ons Jen ✓ Blog post Blog post Jeanede ✓ Add as resource to our our AppExchange lis#ng Add as resource to AppExchange lis#ng Jen No Add as offer to So SEO page descrip#ons (?) Add as offer t EO page descrip#ons No Social arty Promo?on customers to share these offers? 3rd P media contest for Op?ons No 3Content romo?on Op?ons rd Party P syndica#on Uri Display email blast 3rd party Jeanede No 3rd party webinars Content syndica#on TBD ✓ If needed 3Follow email blast o new leads (webinar invita#on) rd party up email t Uri No Find a list 3rd party webinars ✓ With MP Other online promo#ons? ? Add as offer to PPC campaign No Page 22 Confiden#al
- 23. Set up the promo#ons hdp://pages.op#fy.net/the-‐essen#al-‐guide-‐for-‐b2b-‐lead-‐genera#on-‐campaigns?op#fy_r=webinar&op#fy_rd=lead-‐gen-‐campaigns Page 23 Confiden#al
- 24. The B2B Marke#ng Loop Define the buyer profile Measure, report, refine and start Set goals and over establish baseline Deliver on-‐target Plan and set up leads to sales campaigns Execute campaigns Page 24 Confiden#al
- 25. Execu#ng the campaigns • Use schedules to save #me and control the lead flow • Define and manage the follow up process • Monitor performance in real #me • Track overall cost Page 25 Confiden#al
- 26. The B2B Marke#ng Loop Define the buyer profile Measure, report, refine and start Set goals and over establish baseline Deliver on-‐target Plan and set up leads to sales campaigns Execute campaigns Page 26 Confiden#al
- 27. Deliver leads to sales • Lead score – seJng up a lead score built on indicators that sum up to a score threshold at which leads are transferred to your sales team • CRM Integra#on • Lead Alerts – Email and Dashboard • Daily email • Export & Import Page 27 Confiden#al
- 28. The B2B Marke#ng Loop Define the buyer profile Measure, report, refine and start Set goals and over establish baseline Deliver on-‐target Plan and set up leads to sales campaigns Execute campaigns Page 28 Confiden#al
- 29. Track and Measure Page 29 Confiden#al
- 30. Ques#ons? Page 30 Confiden#al
- 31. Addi#onal Resources • Op#fy B2B Lead Genera#on Blog -‐ hdp://www.op#fy.net/lead-‐genera#on-‐sovware-‐blog • Digital Marke#ng Resources -‐ hdp://www.op#fy.net/inbound-‐marke#ng-‐resources • Op#fy Help hdp://help.op#fy.net/entries/20611788-‐geJng-‐the-‐most-‐from-‐landing-‐pages Page 31 Confiden#al
- 32. uri@op#fy.net ® @uribarjoseph in/uribarjoseph Page 32 Confiden#al